Sales Management - Personal Selling Supporting Promotion Mix - Case Study Example

SALES MANAGEMENT Contents Contents 2 Sales Strategies 3 Types of personal selling 3 Personal selling supporting promotion mix 4 Sales strategies revised in line with corporate objectives 5 New Sales Staff 6 Motivation 7 Remuneration of staffs 8 Training 8 Techniques to co-ordinate and control sales output 9 Databases is useful in managing sales function 10 The USA sales professionals 10 Trade fairs 11 References 12 Sales Strategies Sales strategies involve various policies and plans that a company implement to launch or position its products into the market. We-Print of USA have decided to expand its business in UK market. For this reason the company needs to develop strong sales strategies to capture the market of UK. The company should first set its target to acquire the business market of UK and after that it can move to consumer market. Types of personal selling For acquiring the market of UK, We-Print needs to implement different types of personal selling techniques. Personal selling helps to build strong relationship with customers. Effective personal selling will help to enhance the value of We-Print in the mind of consumers.1 Personal selling techniques will facilitate the company to reach maximum numbers of customers in its target market segment within a short span of time. For acquiring the business market of UK the company should implement industrial selling. This personal selling technique of We-Print will involve in selling of large printing machineries to different companies and industries. With the help of well educated and trained sales person We-Print should implement this sales strategy. These sales persons will provide assistance and information to the companies in regards to We-Print’s printing machines. We-Print needs to create demand for its products in the market of UK. For this reason the company should implement missionary selling technique. In this technique sales person will visit different retail stores and dealers and will give detailed information about We-Print products. This will make them aware of the company’s products and will encourage them to attract customers. With the help of this technique the company will be able to place its products in different retail stores of UK. We-Print needs to implement trade selling technique by maintaining regular contacts with wholesalers and retailers. Strong personal contact with them will help the company to build good relationship. As a result the products of We-Print will reach to its customers easily. Implementing this technique effectively will facilitate the company to receive bulk orders from wholesalers. We-Print needs to place good sales person in different retail stores where the company will display its products. This retail selling technique will facilitate the company to directly deal with the customers. By making strong communication with customers, the sales persons will able to know the needs and requirements of its customers in more details and according to that the company will be able to enhance its products and services2. Personal selling supporting promotion mix We-Print should implement personal selling techniques effectively as these techniques play significant role in improving the promotional mix of this company in UK market. Promotional mix of We-Print involves in sales promotion, advertisements, personal selling and public relations. Good personal selling techniques of this company will help it to interact with its customers and retailers directly. With the help of its sales persons and these techniques, the firm will be able to know its customers in more detailed way which will benefit the company to develop its different marketing strategies. The company needs to advertise its products in UK market with the help of personal selling techniques. This is because personal suggestions or advice can quickly influence the customers. We-Print also have to advertise its products in electronic media for influencing its target customers and making them aware about its different products. To attract customers and to increase the sale of its products, We-Print have to implement effective strategies for sales promotions. The firm can establish sales promotion strategies with the help of its sales person and personal selling techniques. The sales person will interact with its customers and will try to influence their buying behaviour by giving different promotional offers like discounts, free service etc on printers and other products of We-Print. Personal selling techniques play a significant role in building strong relation with clients and customers of We-Print3. For establishing its market in UK the company needs to develop good public relations. Sales persons have to represent the company in such a way that a good image of We-Print is produced in front of public. This will contribute a lot to increase develop its position in UK market. Personal selling techniques have to be very much advanced for presenting different products of We-Prints in effective way to its targeted clients. Sales strategies revised in line with corporate objectives Corporate objectives of We-Print provide direction to the company for performing its different activities and fulfilling its mission. The main purpose of this company is to develop its market in UK and to influence the people of UK to purchase its different products. To fulfil this purpose the company have to develop its sales strategies in such a way which will help the company to achieve its corporate objectives. Implementing effective sales strategies will help the company to attract customers and make them aware of its different products. Personal selling and advertisements will help to create brand awareness of We-Print among the people of UK. This will help the company to fulfil its objectives by establishing its position in the market. Personal selling techniques and We-Print sales strategies have contributed a lot for increasing the customer base of this company. This will help the company to generate revenue and profit4. New Sales Staff Sales team of a company plays an important role in its growth and development. . Therefore the company We-Print needs to develop strong sales team in UK for establishing its market. Every sales team of this company should have a leader and some team members. The senior managers and officers of this company will produce a clear picture of company’s goal and objectives to its sales teams for making them to understand their work. The sales teams will be given monthly target. The leader of the team will divide the team target among team members. He will constantly motivate and assist the team members to achieve their targets. The team members have to report their team lead and the team lead will report to the managers. We - Print needs to select recruit efficient and talented employees in its sales team. The will help the company to develop quality sales team. For recruiting good employees in UK the company have to develop some criteria on the basis of which it will evaluate the candidates. Good sales professionals will contribute a lot in increasing the sales numbers. This will benefit the company by generating more revenue. Strong communication plays a vital role in performing sales activities. So We-Print needs to focus on the communication level of its employees for selecting them. For recruiting sales person the organization should evaluate the candidates by conducting three rounds of interview. In these interview rounds the company have to judge different skills and capabilities of the candidates and have to select the best person among all the candidates5. At the time of recruitment process in UK, We-Print have to disclose the job role and responsibilities in details to its candidates at the time of interview. The company have to judge the interest level of the candidates for performing the role of sales person. The team need to work for enhancing the skills and capabilities of its sales persons which are required for generating the sale of We-Print. Motivation After recruiting the sales person the company have to provide them clear knowledge about its products and services in a detailed way. Senior managers and officers of We-Print have to build good relationship with newly jointed sales persons. This will encourage them to interact with managers and officers for performing their job effectively. Strong bonding with the senior manager will influence the sales people to learn many things which will increase their productivity. As a result they will feel motivated to perform their job. We-Print also needs to give monetary or non monetary rewards to its sales person for giving extra ordinary performance or for achieving its target. These rewards will motivate them to give their best in their job. As a result their performance level will increase. The leaders of sales team have to guide the team members in a neutral way so that each and every sales person receives impartial behaviour from the company. This will contribute in establishing commitment and dedication towards the organizations which will motivate the sales person to benefit the company through their work. The sales persons will also feel motivated if the company provides high incentives or appraisal to them after achieving the targets6. Remuneration of staffs Salary plays a vital role in motivating the employees. It influences the employees to deliver high quality of work. In the competitive business environment remuneration is considered as one of the most important factors for increasing the performance level of employees. For establishing the business in UK, We-Print needs to consider this thing. The cost of skilled labour is high in UK. The company have to provide good amount of salary to sales person for attracting them to join We-Print. The firm should provide salary to them based on their experience and performance level. This is because experience employees have better knowledge about the market and selling technique which will help the company to sell more products. So they act a strong benefit to the company. Contribution of experienced employees will be more in increasing the sale of We-Print. Therefore the salary of experienced employees needs to be more than non experienced employees. This will motivate them to get engaged more with the business process of We-Print. Salaries of non experienced sales person have to be same for everyone. Bonus or incentives will be provided to all sales persons based on their achievements and performances. Training Motivation of the employees depends largely on trainings and development programs organised by the company. Therefore to establish the business successfully, We-Print needs to organize various training and development programs for enhancing the potentialities and skills of its employees. The newly jointed staffs of this company will have a little knowledge about We-Print’s products and services. So the company must organize a training program for developing its newly joined employee’s knowledge about its product and services. This program will provide them a clear understanding of We-Print’s products which will benefit them to sell the products. As a result their motivation level will increase. For selling the products, sales person needs to have strong communication skills7. So it is the responsibility of the company to enhance the communication style and skills of its sales person for helping them to perform their job efficiently. This will motivate the employees to interact more with customers and communicating with them effectively for selling We-Print’s products. Techniques to co-ordinate and control sales output As per my opinion I would We-Print to implement two important techniques for co-ordinating and controlling sales output. The first technique will be the company needs to set different targets to its sales team for a specific period of time. Based on this technique the company will have an idea about the number of products it want to sell and the actual amount of product the company is able to sell. Various sales teams will be assigned to different location of UK. Each and every sales person will have specific sales target and they are responsible to fulfil those targets. The company and the team leaders of these sales teams have to interact with the sales person frequently for tracking the number of sales. Another technique I would suggest We-Print to follow that the company have to track its inventory for controlling its sales output level. By doing this the firm will have clear idea about the number of orders it is getting and the amount of sale happening from that. Frequent interaction with retailers and wholesalers will also help the company to control and co-ordinate its sales output8. Databases is useful in managing sales function Strong database management system helps the company to manage and improve its sales functions effectively. We-Print needs to develop good database of potential customers of UK. With the help of such database the company will be able to contact its potential customers in UK market through its efficient sales persons. This will facilitate the company to establish its customer base of in UK. The firm will also be able to implement effective strategies by maintaining the database of feedbacks from its customers. These feedbacks will facilitate We-Print to acquire more customers from existing one. Positive feedbacks will help the company to sale its more products to its satisfied customers. The USA sales professionals Many staffs of We-Print USA will be shifted to UK for performing business activities and establishing the business in UK. So the sales people who have worked in USA have to understand the market of UK. The culture and norms of both of these companies are quite different. Therefore those sales persons have to understand culture and norms of UK for performing sales activities. The employees those who worked in USA will experience a different working environment in UK. Therefore those employees have to learn various approaches which the sales people of UK follow for attracting customers and selling We-Print’s products9. Trade fairs Trade Fair helps the company to showcase their different products and services in front of its customers. Trade fair facilitates the company to make customers aware of its brand and activities. With the help of trade fair the firm gets clear idea about its rivals and market trends. We-Print needs to take part in Trade fairs for making UK people aware of its brand and product. The main reason behind this is to understand the market segment of UK and to find out opportunities for developing its business. By taking part in trade fair the company will be benefited by interacting more with people10. This process will enable We-Print to understand its targeted customers and provide them knowledge about the brand. The company can influence its customers by communicating with them in trade fairs. In trade fair We-Print have to take a stall where the sales persons of the company will be present. He has to play a vital role in explaining people about its various products and services. Trade fair is a good platform to advertise about the company and to develop brand image from that. As a new company in UK market We-Print needs to establish its position in the market. For this reason the company can use trade fair as an important tool advertise its products. References Baker, M. Marketing Strategy and Management. New York: Palgrave Macmillan. 2014. Bowonder, D., et al. Innovation strategies for creating competitive advantage. Research-technology management. Vol.53, Issue 3, 2010, pp. 19-32. Brewster, C. Contemporary issues in HRM: Gaining a competitive advantage. Oxford: Oxford University Press. 2008. Casadesus-Masanell, R, and Joan, R. E. From strategy to business models and onto tactics. Long range planning. Vol.43, Issues 2, 2010, pp. 195-215. Cheverton, P. Key marketing skills: strategies, tools and techniques for marketing success. 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